CORPORATE SOCIAL RESPONSIBILITY
OF EXPORT ORGANIZATIONS: RELATION
BETWEEN STRATEGY, ACTIVITIES AND
COMMUNICATION ON FOREIGN MARKETS
1KONČAR - Power Plant and Electric Traction Engineering Inc.
2Faculty of Economics and Business, University of Zagreb
|INDECS 19(1), 120-131, 2021
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Received: 13th February 2021.
The concept of corporate social responsibility has been recognized as a successful differentiation strategy for European export organizations in foreign markets. In the time of unprecedented global social, humanitarian, and economic challenges that we face today, the concept comes into the focus of most global stakeholders as never before in history. Still, the existing literature lacks a deeper analysis of differentiation on foreign markets based on corporate social responsibility. This article aims to analyse the relation between socially responsible strategy, activities and communication of export organizations in foreign markets. Empirical research was done on a sample of 78 medium and large sized Croatian export organizations. Research results reveal the importance and positive influence of inclusion of corporate social responsibility in organizational strategy on socially responsible activities and communication channels and principles in foreign markets.
corporate social responsibility, export, foreign market, CSR strategy
JEL: L1, M14